John Lewis steps up beauty push with Skin Cupid shop-in-shops
John Lewis is to launch its first Korean beauty shop-in-shop through a partnership with Skin Cupid as part of a broader beauty push.
This summer, the department store will open Skin Cupid concessions in Cambridge, Kingston and Leeds and will also begin selling 20 Korean skin and haircare brands online.
Subscribe to TRBJohn Lewis said the partnership is a result of growing mainstream demand for Korean skincare and science-led beauty in the UK. The 20 Korean skincare brands to be sold online will include Beauty of Joseon, Medicube, Anua, Unove, Manyo, S.Nature, and Dr Different, with some brands only available through Skin Cupid and John Lewis.
Melody Yuan, chief executive at Skin Cupid, said: “We’re thrilled to be partnering with John Lewis to bring Korean beauty to more UK shoppers.
“Their reputation for quality and the trust they’ve built with customers made them the natural home for Skin Cupid, and we cannot wait to bring our expertise, brands, and community spirit to shoppers across the UK.”
John Lewis currently regards beauty as a strategic growth category due to sales increasing by 42% since 2020. It has also reported an almost 800% surge in searches for Korean skincare over the past year.
As part of its My John Lewis membership programme, the retailer is also launching MyJL Beauty this week where customers can find out about new offers, events and beauty hacks.
Customers who buy beauty products and swipe their My John Lewis card will receive tailored rewards and personalised offers, including the MyJL Beauty Edit Box, This will drop in late May and will be offered free to customers who spend £200 or more on beauty items.
John Lewis has also rolled out its Beauty Society to more stores to enable customers to access impartial personalised consultations and expert beauty and skincare advice from its specially-trained “beauty guides”.
Helen Spencer, director of beauty at John Lewis, said: “Beauty customers are changing the way they shop. They are increasingly researching ingredients, trends and products before coming to us for trusted advice and the chance to try products in person.
“Through Skin Cupid, MyJL Beauty, and The Beauty Society, we are giving customers new ways to discover brands, access expert guidance, and be rewarded for shopping beauty with John Lewis.
“These launches mark an important step in our broader beauty push as we continue to invest in the category across stores, loyalty and digital channels.”
